Personalization on page redesigns and targeting on smartphones

Topshop

Personalization on page redesigns and targeting on smartphones

Why they chose Qubit

“Qubit’s next generation marketing platform allows us to serve sophisticated personalizations. Creating valid hypotheses from both the qualitative and quantitative data that Qubit provides has meant we can test and make changes in real-time. As we continue to expand globally, being able to align across devices, as well as across oceans, has proven invaluable.”Kate Walmsley,Digital Director, Topshop

Available case studies:

Video case study

4.5% increase in revenue for US customers

When a user rolled over a numerical size option (e.g. size 4) on a product page, the equivalent alpha size (e.g. small) was displayed in addition. Using a conversion rate metric, the test reached power but not statistical significance. Using a revenue optimization metric (revenue per visitor) the test was found to increase revenue by 4.5% with 99% statistical significance. If Topshop had only evaluated conversion rates, the value of this test would not have surfaced and a substantial revenue opportunity would have been missed.

Navigational aid on mobiles

Topshop had redesigned their mobile site, part of which involved a significant change to their navigational structure. They wanted to make sure that all their new mobile visitors were made aware of this change and could find the menu as well as navigate to other parts of the website using it. A navigational pointer was shown to new mobile users on their first visit, showing for 5 seconds only at entry. The pointer highlighted where the new menu was, helping visitors navigate to other pages. This layer resulted in a 4% increase in basket adds, and a 1.2% increase in visitors viewing a product page.

Feedback driven testing

Topshop changed their homepage and real-time feedback from Qubit’s Visitor Opinion tool highlighted a number of areas for improvement. Quantitative data from Qubit’s analytics found that people using Topshop search typically convert 10 times higher. Using this data alongside the qualitative feedback, Topshop designed four different search variations, testing both changes in copy and the addition of a border to the search box. The test was split evenly across all users.

Product page redesign

Topshop wanted a way of testing whether several small changes on their product page would have any positive effects. They used Qubit to test these changes prior to allocating extensive IT resource and pushing any sitewide changes. This included changes to the size selector, the ‘details’ and ‘delivery’ tabs, the ‘added to bag’ confirmation pop-up, and buttons such as the ‘size guide’, the ‘add to bag’, and the ‘check stores’.